The Jewelry Industry Evolves on the Internet Due to a Bold Move on Pricescope.com

-For the first time a consumer, a diamond cutter and a diamond education website
combine to create an innovative new Asscher cut diamond on-line-
NEW YORK--(Business Wire)--
Leading diamond education and consumer advocacy website Pricescope.com has seen
a remarkable new Asscher cut diamond design emerge from the depths of its blogs.
(Asscher diamonds are square cuts with clipped corners - photo attached.) The
innovative new cut is the result of the collaboration between diamond
enthusiast, Karl K. (aka "Strmrdr") in Chicago and diamond cutter and designer
Yoram Finkelstein (aka "DiaGem") in Israel.

Karl K. is a self described "computer geek" and a diamond enthusiast who spends
much of his spare time on Pricescope.com. Karl joined the main forum in 2003 and
like most that gravitate to Pricescope.com, he joined to gain information about
selecting an engagement ring for his fiancée. During his time on-line, Karl
amassed a wealth of information about the cut of diamonds, which he shared with
other consumers, helping them purchase the best diamonds for the last six years.

Because of his efforts, Pricescope.com rewarded Karl with the gift of diamond
grading and cutting software called DiamCalc. With his new software, Karl
started working on an original Asscher cut design, based on what he had learned
on-line and other quite different cuts found in the marketplace.

Then on Pricescope.com, Karl met well-respected diamond cutter, Yoram
Finkelstein (aka "DiaGem") who used more traditional methods to plan cuts. The
cutter saw the potential in Karl`s design and he surprised him by cutting a
prototype. A photo of Karl`s Asscher cut (attached) was posted on the forum, and
an innovative cut was born, with much excitement. The forum is at:
www.pricescope.com/idealbb/view.asp?topicID=125931 and the original development
a year ago is here: www.pricescope.com/idealbb/view.asp?topicID=78433.

"The Asscher that Karl has developed has a tempestuous appearance, with
brilliance and fire that I have never seen before in an Asscher cut. It`s
extraordinary!" declares Garry Holloway, Director of Pricescope.com.

In the final step the prototype diamond was shipped to diamond vendor, Jonathon
Weingarten from Good Old Gold in New York. Weingarten is also a participating
vendor on Pricescope.com who specializes in well cut diamonds. He has opted to
carry Karl`s new Asscher cut. Weingarten is known on Pricescope.com for his
diamond information via educational web videos. His video of Karl`s Asscher cut,
which has been named Octavia by the Pricescope community, is at:
http://www.vimeo.com/6704786. Finkelstein will be Octavia`s sole diamond cutter.

The story of Karl`s potentially industry-changing Asscher cut illustrates how an
educational website like Pricescope.com can connect a diverse array of
individuals, outside their traditional roles and in different parts of the
world, who share a common goal of creative diamond innovation and appreciation.
They would have almost certainly not met otherwise and therefore not created
this exciting new diamond cut.

The inventor, cutter and diamond experts from Pricescope.com are available for
interview. Video and photos are also available.

Pricescope.com does not sell diamonds.It is the leading diamond education, price
comparison and consumer advocacy website on the Internet.Independent and
unbiased, Pricescope.com strives to help consumers get the best quality diamonds
for the best price.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6068918&lang=en

For Pricescope.com
Ross Moonie, 917-690-5713
rmoonie@gmail.com

Copyright Business Wire 2009